IMPRESSION MANAGEMENT STRATEGY OF COPING WITH ENTREPRENEURIAL FAILURE STIGMA: A TWO-PATH THEORETICAL MODEL

Impression management strategy is an important way to cope with the stigma of failed entrepreneurial firms. However, most existing studies only focused on process impression a single strategy. Few have provided systematic theoretical explanation how use different types strategies stigma. To fill this gap, two-path model failure was constructed, based two-component management. In addition, mechanism selection for firms discussed. The findings reveal two paths firms: “avoidance motivation → defensive management” and “diluted acquisitive management.” Moreover, in strategy, formation affected by type failure, social status firm organization, degree threat. face justifiable stigma, form avoidance then implement High adopt negative impact As threat level increases, dilution becomes stronger, are more likely provides decision support formulate expands research scope